The new Netflix show "Devotion" is about to be released in Italy
on the most romantic day of the year: Valentine's Day.
on the most romantic day of the year: Valentine's Day.
The show deals with the theme of adultery and how it can even affect a seemingly perfect couple. Its launch is about to provoke a country of Latin lovers with an uncomfortable message: 70% of Italians have cheated at least once on their partners.
How many of them will still celebrate Valentine's Day knowingly being dishonest?
A special OOH covered with hundreds of roses hides the truth.
The more roses get picked up, the more the message unravels: "Happy Valentine's Day, cheaters".
The provocation also reached Italians through TV, with a spot featuring the show's main actress.
Looking straight into the camera, she addressed all lovers, pushing them to reflect on their own presumed fidelity.
Looking straight into the camera, she addressed all lovers, pushing them to reflect on their own presumed fidelity.
Posters were displayed across the city, filling it with uncomfortable messages that would make people reconsider their idea of faithfulness.
Translation: Ever since you've been together, you haven't been missing anything. Except for the pleasure of a new conquest.
Translation 1: You've made all his wishes come true. You forgot yours along the way.
Translation 2: Together you have changed. Now, you can't remember who you are anymore.
Translation 2: Together you have changed. Now, you can't remember who you are anymore.
Creative Agency: DUDE
CCO & Partners: Livio Basoli & Lorenzo Picchiotti
Group Creative Director: Selmi Bali Barissever
Senior Art Director: Andrea Afeltra
Senior Copywriter: Alessia Cassarino
Art Director: Chiara Marino
Copywriter: Simone Maltagliati
Client Director: Elena Panza
Client Director: Elena Panza
Account Director: Silvia Ghiretti
Account Executive: Eléonor Michel
Head of Strategy: Marco Mammino
Creative Strategist: Federica Nanni
Social Media Strategist: Elisa Fiorentini
Integrated Production Director: Matteo Pecorari
Producer: Alice Garbelli
Producer: Alice Garbelli
Head of Events & Special Projects: Laura Boy
Special Projects Producer: Giorgio Zattoni
Producer Inter: Beatrice Latini
Producer Inter: Beatrice Latini
Special Project: Martina Augelli
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Digital PR Manager: Vittoria Caron
Director: Nicola Martini
Head of Physical Production: Simone Raddi
Post Production Supervisor: Seba Morando
Film Editor: Niccolò Gobbi
Head of Physical Production: Simone Raddi
Post Production Supervisor: Seba Morando
Film Editor: Niccolò Gobbi
